Influencing Shopper Decisions: Unleash the Power of Your Brand to Win Customers

ISBN-13: 9781398603615 / Angielski / Miękka / 2022 / 208 str.

Devora Rogers

Opis

Attract and engage the attention of today's fickle consumer by understanding the shopper brain and adapting your strategies to focus on consumer needs, priorities and context.

Recenzje

"This book is for everyone who wants to understand the psyche of how people are making buying decisions in a rapidly changing world. Rebecca and Devora give you an MBA in a book. It will accelerate your understanding of what works today in influencing shopper decisions, and it will surprise you." Nadia Bilchik, CNN Editorial Producer and Global Speaker

Spis treści

• • Chapter - 00: Foreword by Lisa Bodell;
  • Chapter - 00: Acknowledgments
  • Chapter - 00: List of figures;
  • Chapter - 00: List of tables;
  • Chapter - 01: Redefining the shopper journey for the first time;
  • Chapter - 02: The hidden danger of brand narcissism;
  • Chapter - 03: The age of shopper promiscuity;
  • Chapter - 04: The shopper DIAL;
  • Chapter - 05: Source usage: A new metric for changing shopper behavior;
  • Chapter - 06: Net influence: Revealing the true ROI;
  • Chapter - 07: Other new metrics for guiding decision making;
  • Chapter - 08: Redefining brand tracking;
  • Chapter - 09: Unlocking hidden shopper insights through agile neuroscience;
  • Chapter - 10: The evolution of shopper values;
  • Chapter - 11: The Covid inflection point;
  • Chapter - 12: Strategies for change;
  • Chapter - 13: Index

O autorze

Rebecca Brooks is Founder and CEO of Alter Agents, a Los-Angeles based firm specializing in marketing analysis and brand management. She is fascinated by the way the digital world is transforming the way we approach marketing, branding, and research. She and her team have consistently uncovered intelligent insights for clients such as Buzzfeed, eBay, Google, Snapchat, Facebook, Hyundai, Yahoo, Viking River Cruises, and many more. She shares her knowledge and original research on shopper behavior, the promiscuous shopper, and brand alignment by speaking at national conferences and authoring feature articles for global publications. She is a member of the Forbes Agency Council, an invitation-only community for executives in successful public relations, media strategy, creative, and advertising agencies. She also writes regularly for Forbes.com, AdAge, Insights Association, Chief Marketer, and the American Marketing Association. Devora Rogers is Chief Strategy Officer at Alter Agents where she is responsible for helping her clients uncover what drives decision-making for shoppers and consumers and designing thoughtful insights studies to solve some of the toughest brand challenges. She brings 15 years of digital media, shopper marketing, and analytics experience to her work. Prior to joining Alter Agents, she co-developed the methodology deployed for Google's groundbreaking ZMOT research, has launched global offices, and worked with dozens of global brands including Snapchat, Activision, Nespresso, Bose, Schwab, and Fortune Brands, among others. She is the co-author of the retail and shopper insights book "Fire in the Zoo" and a regular public speaker at industry events. Her TedX talk on the Future of Shopping and Retail has been viewed over 300,000 times.